Yahoo Tests Mirror Banners on Its E-Mail

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Yahoo Inc. is testing new mirror banner ads in its Yahoo Mail section on the site as part of a drive to expand its media placement options for advertisers.


The test is an attempt to make best use of the real estate available on Yahoo, whose e-mail and portal services are among the most used on the Internet. It comes soon after the Santa Clara, CA, company started running larger-format banners across sections of the site.


Courtesy of the test, identical banner ads now run both on top of the e-mail and below. The ads are located above and below the "Reply," "Reply All," "Forward" and "Inline text or Attachment" tabs.


"Yahoo tests various advertising units on a regular basis across properties to determine the effectiveness of the ads and the consumer response," Yahoo said in a statement. "Tests usually run for several weeks upon which time next steps are determined. Yahoo is committed to providing our advertisers with maximum value while still providing the optimal experience to our users."


Yahoo did not provide details of the cost of the banners. A company spokesman was not made available for comment.


The company is under intense pressure from Wall Street after posting lackluster results. Yahoo's net revenue for the second quarter through June 30 was $182.2 million, down from $273 million in the year-ago period. In the same April-June quarter, the firm lost $48.5 million, which included $45.5 million in restructuring and acquisition-related charges, compared with net income of $53.3 million in the year-ago period.


But Yahoo claims the brand is growing. Total number of unique users rose to 200 million during June, compared with 156 million in the same month last year. The company said that 71 million active registered users logged onto Yahoo in June.


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